Exam 7: The Role of Persuasion in IMC

Audrey Thomas-Alexander is asked to make a contribution to United Way.She asks the amount other people are giving and ends up giving that amount.She has used the _____ tool of influence.

A marketer who uses different ad formats or a large number of screens is enhancing the consumers' motivation to attend to the message by _____.

Whether a person is familiar with message claims and has the literacy or knowledge to help comprehend them is known as _____.

The students' intentions to give or not to give blood in a drive sponsored by the Red Cross is best described as the _____ attitude component.

Suppose a salesperson made the following statement in attempting to sell you stereo speakers."The head of the music department at the University bought these exact speakers just last week." What influence tool is the salesperson using? 

Which of the following statements reflects the cognitive attitude component? 

Involuntary attention requires little or no effort on the part of a receiver.

A university fraternity sponsored a blood drive in cooperation with the Red Cross,but students weren't eager to donate.Red Cross volunteers took an impromptu survey and discovered that students erroneously believed they could contract AIDS in the process of giving blood.The erroneous belief that AIDS can be contracted while donating blood is best described as the _____ component of the student body's attitude.

When applying classical conditioning to advertising,peripheral cues would be the _____.

Marketers can enhance the consumers' ability to create knowledge structures by _____.

Reciprocation can happen with individual consumers,but not in business-to-business marketing interactions.

While the ELM theory presents distinct central and peripheral paths to persuasion,central and peripheral processes often operate simultaneously.

Marketers can enhance consumers' motivation to process brand information by using celebrities in the advertising.

What type of persuasion takes advantage of a consumer's tendency to relate aspects of the message to his or her personal situation when the consumer is highly involved in the message? 

According to the ELM theory,people experience only temporary attitude changes when persuaded via the peripheral route.

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.

When the receiver challenges a message claim,_____ arise.

A salesperson is hired because he is the same age as most of the shoppers and is considered handsome.What tool of influence is being used? 

Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.

The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: attitudes and normative influences.